What I find interesting is the idea of an un-fancy food event appeals to me, decidedly not a millennial. I think this trend extends beyond a certain age group. People are looking for connections in their lives. Who owns that small business down the road? How do they fit into the fabric of the neighborhood? Here is the money line from Iconoculture, " Food is no longer mere sustenance. Young, hip, creative people are seeing food as an (edible) art form and a creative outlet (New York Times 3.16.08)" Take food out and substitute "gardening". I think the future can be bright for those of us that understand this.